Lamborghini is bringing its automotive world into spatial computing with a new app designed exclusively for Apple Vision Pro. Launched on July 7, 2026, the experience allows users to explore the Italian marque’s latest vehicles through an immersive digital environment that goes far beyond a traditional car configurator.
The app uses Apple Vision Pro’s high-resolution displays and spatial computing capabilities to place Lamborghini’s vehicles directly into the user’s surroundings. Cars can be explored in exceptional detail, creating a virtual showroom experience that can take place virtually anywhere.
At launch, the experience features four models: the Temerario, Revuelto, Urus SE, and new Urus SE Performante. The latter is particularly notable, as users were able to explore the new super SUV digitally ahead of its worldwide physical debut at the Goodwood Festival of Speed.
The experience is designed to reveal what sits beneath Lamborghini’s instantly recognizable exterior. Users can examine the vehicles’ technical details, view original design sketches, and discover behind-the-scenes stories from the experts at Lamborghini’s Centro Stile. Three-dimensional airflow visualizations demonstrate the cars’ aerodynamics, while Spatial Audio recreates the distinctive sound of Lamborghini engines.
The concept builds on Lamborghini’s previous experiments with Apple Vision Pro. In 2024, the company introduced an immersive Temerario experience that combined digital content with a physical vehicle, allowing users to explore aerodynamics, design development, and the car’s hybrid powertrain through spatial computing.
With its latest app, Lamborghini is extending that approach into a more accessible digital experience. Rather than simply viewing images or videos, users can interact with virtual vehicles and explore them from different perspectives.
The launch demonstrates how luxury automotive brands are increasingly using emerging technologies to rethink how customers encounter products. For Lamborghini, Apple Vision Pro offers a new digital showroom—one where design, engineering, sound, and storytelling come together in an immersive environment.
Images courtesy of Lamborghini
